Display apparatus



NOV- 8 1949 J. P. cAsslDY DISPLAY APPARATUS 2 SheetS-Sheet 1 Filed May 3, 1946 n, f l

I. n. I Tx IINVENTOR LLP. CASSIDY 1 7 A'T-r'Ys Nov. 8, 1949 J. P. cAssIDY v 2,48'3'307 DISPLAY APPARATUS ATT 'YS Patented Nov. 8, 1949` UNITED STATES PATENT GFF'ICE DISPLAY APPARATUS Joseph Patrick Cassidy, Romford, England Application May 3, 1946, Serial No. 667,161

3 Claims. (Cl. 272-8) Unique displays form a basis for advertising inr a pronounced way and particularly displays which are designed to pique the curiosity of the individual and, therefore, attract particular atten-y tion. A number of proposals in this general field have been made but in many cases, in order to obtain a degree of mystification as to the manner in which the display is achieved, it is often necessary to provide substantially complicated apparatus. In other cases, the display is such that the manner in which it is done is partially apparent to the individual which thus detracts from the value of the display and fails to hold the individuals attention to any particular degree.

The present invention relates to an advertising display which is designed to attract attention by its unique character, while avoiding the disadvantages above referred to.

It is, therefore, an object of the present invention to provide an advertising display device which will provide for the unique display of various articles and the change of the display as the individual watches it, while tending to mystify the observer as to the manner in which it is done; thus accentuating the display and rendering it particularly attractive.

A further object of the invention is to provide an apparatus of this kind which is comparatively simple in construction and operation in respect to the functions performed.

A further object of the invention is to provide a display of this kind which will act with precision so as to eifect changing of the articles displayed in a predetermined time cycle of the operation of the apparatus, causing articles located in one part of the apparatus to disappear from view and articles located in another part of the apparatus to take the place of the others as such articles or displays are viewed through one viewing opening.

A further object of the invention is to provide an apparatus of this kind through which mer--` chandise of one or more manufacturing houses, distributors or the like may be displayed in a recurring cycle.

A further object of the invention is to provide an apparatus which will be comparatively inexpensive.

With these and other objects in View, the invention generally comprises a cabinet having a viewing opening through which articles to be displayed may be viewed, mountings to display up to four series of articles, two seriesin one location and two series in another'and opposed location, the said two series being disposed in planes at right angles to one another, a transparent plate disposed at an incline to the viewing opening and related to the both series of articles to be displayed whereby in combination with light controlling means, the articles of one series are displayed directly and the articles of the other series are displayed, alternately to those of the iirst series, by reflection, and disposed in the position of the rst series so as to take the place of the latter.

The invention will be clearly understood by reference to the following detailed specification taken in conjunctionA with the accompanying drawings.

In the drawings:

Lliig.I 1 is a perspective view of a display device constructed according to the present invention, having a side wall and certain parts thereof broken away to illustrate the general arrangement and cooperation of parts.

Fig. 2 is an enlarged fragmentary section taken through one of the panels and platforms for displaying articles.

Fig. 3 is an enlarged fragmentary sectional detail of a means for stopping the swinging move-- ment of the panels at a predetermined point.

Fig. 4 is a front elevation of the apparatus; and

Fig. 5 is a wiring diagram of the electrical part of the apparatus.

Referring to the drawings, A indicates an advertising display cabinet having a front wall I0, a rear wall I I, base I2 and a top I3. The cabinet is closed on the sides by suitable walls. The front wall of the cabinet is formed with a viewing opening I4, preferably having the forwardly projecting frame I5 and designed to permit objects mounted on rotatable shelves or platforms I6, I1 and I8 to be viewed. These platforms are disposed adjacent to but spaced from the rear wall II of the cabinet in line with the viewing opening I4. A pane of transparent material I9, such as glass, is mounted in the cabinet at an angle of 45 to the vertical and horizontal being secured at its upper end to a partition 20 of a subframework formed with base 2 I, and designed to dene a mechanismy compartment 22. The pane of transparent material, as will be apparent, will permit one to see the objects mounted on the shelves or plateformsl IB, I'I and I8 when these articles are illuminated. However, when the display compartment 23 which houses these shelves or platforms is darkened, the transparent pane will, in effect, becomey a mirror and can be used to reiiect objects in such a way that they will appear to be positioned exactly in the same positions as those mounted on the shelves or platforms I6, I'I and I8.

In order to display objects by reiiection in the pane I 9, a second display compartment 24 is provided disposedat right angles tothe compartment 23. In the upper end of the compartment 24, a series of shelves 25, 26 and 21 'are mounted in such a manner as to correspond exactly with vthe position of theY shelves or platforms I6, I'I and I8 or objects carried thereby when shelves 25, 26

and 21 or objects carried thereby are reflected in the pane I9. Thus, by mounting objects on the shelves 25, 26 and 21, they can be displayed through the viewing opening by reection in the pane |9=in what appearsto be exactly the same' locationl as the objects on-'platformsor shelvesy I5,v |1 and I8. Accordingly, therefore, by suitably controlling the lighting effect, a substitution E one of said series of articles can be made for the others previously displayed through the' viewing opening in a manner giving thev impressions that one set of objects causes the other set ofobjects to disappear. Moreover, by providing rotatable platforms, two series of articles can be displayed alternately and in their proper cycle from each ofthe display compartments 23 and 24.

In th'e present illustration, the platform I8 which takes the form of a disc is mounted on a shaft 28 which may be journalledsuitably in the base |`2 and carries through into the compartment 22 passing through the base wall thereof 2|. A panel `29fi's mounted on the platform I8 in a manner to bisect the center line of the platform and extend vertically upwardly therefrom at right angles. shelves for the platform dividedV by the panel 29. Accordingly, therefore, an article may be displayed on one side of the panel and another article `on the other, both carried by the platform I8.

Moreover, by forming each of the platforms withgear teeth, meshing withY one another, panel 29 canbe reversed and' panels 30 and 3|, mounted in connection with the platforms I6 and I1, will likewise be reversed upon rotation of the shaft 28, thereby displaying within the compartment-23V articles carried on the platforms I-G, |1 and I8 andV disposed on the opposite side of the panels 2,9 to 3|.

An exactly similar arrangement is providedA inV connection with the shelves or platforms 25, 26

and 21 which include divisionl panels which may be generally indicated by thev numeral 32. Consequently, two series of articles can be displayed from; the shelves 25, 26 and 21 by reversingA the shelves lat appropriate timesy in order to display with-in' the compartment 24 the objects carried` thereby on the opposite side of the panels 32. The platform 21 is designed tol` be connected with the operating shaft 33 which passes through the wall 2l] of the compartment 2.2 i-nto the latter comh partment. TheI shafts 28 and 33 are rotatedl alternately inproper time cycle to effect the changev 0fdisplay desired, as will be apparent herein'- after, and al1- the platforms ofeach series are rotated by the gear teeth of the platforms which mesh with one another. means of suitable pins projecting from the platforms IB and I1 and 25 and 26 and also projecting from the opposite endsl of their panels, these platforms are rotatably mounted in the cabinet ina simple manner.

The shafts 28 and 33 terminate within the compart'm'ent 22` preferably adjacent one another-and carry the gears 34 and 35 respectively, Thegear 35 is a bevel gear designed to be operated by the bevelled teeth 36 of a gear 31 carried on the stub shaft 38'. The gear 34 and the gear 31 are disposed in spaced parallel relation to one another and in turn are rotated intermittently by means of the gear elements 39 and 40 respectively which are carried on the driven shaft 4|. The gear elements 39' and 40 are formed with toothed quadrants 42 and 43 disposed in opposed relation vone to the other as shown inv Fig. 1, tlese" This, therefore, provides two display In this connection, by.

= 33-v to` rotate.

mittent and partial rotation of the gears 34 and 31.

The shaft 4| is driven initially `from the motor 44 which is connected with the shaft 4| by means of redu`c'ing'- gears carried in the reduction box 451. The gear reduction drive is such that the gear elements 39 and 4i) make one complete revoltion in sixty seconds. Therefore, the gear 31 'will berotated by the quadrant 43 once in sixty seconds. Likewise, the gear 34 will be rotated every six-ty secon-'ds by the quadrant 42, except that` the rotation of the gear 34 will be effected thirty seconds' apart from the rotation of the gear-.31?.

In other words, when the quadrant 42 causes rotation of the gear 34, the panels 29, 30 and 3| are reversed via the intermeshing gears of their platforms I5, |1 and I8 and they Will remain in this reversed-position for substantially one completeminute. In thefmeantime, i. e. half a minute after their revers-al, the quadrant 43 will cause reversal of the panels 32 of the platforms 25, 23v and 21 by rotation of the gear 31 and consequent rotatiorr of'V gear 2'5 which causes shaft The reversal of panels 32 inf this sequence iseffected. inlc'oordination with lighting facilities so that the, display inv connection with the panels 32 may be shown alternately tothe display used in connection with panels 29' to 3|, as will be made apparent-hereinafter.

The display compartment 23 is designed to be' illuminated by asuitable lamp such as the elongated' tubular lamp 46-carriedY in suitable reflectinghousing openinginto the compartment 23, the opening being preferably closed by a transparent` pane' 48. This serves fully to illuminate the' compartment 23 when the lamp 46y is at fullintensity. Similarly, the compartment 24 isl illuminated byfnh'el-amp 49 housed in the reflector to'another with a partial blending of the displays` in`- betweem The' circuit for thev lamps isv shown in Fig. 5. This embodiesthe commutator rings 52 and 53 mounted concentrically to the shaft 4| and, the circuit controlling elements, including the commdtators' 52 and 53; are conveniently housed within a casing 54; through which the shaft 4| passes, as* shown clearly in Fig. 1.

Mounted cor'iceritricallyk to the commutator rings 52 and 53"l is an illumination control ring 55 in the form ofa resistance which is interrupted by the neutral segment 56. From a suitable power source 51, power is supplied' through the lead 58' and tapping'le'ad 59* to` the resistance 60 of ring 55 and iows through the commutator arm 6|' as it rotatesin conjunction with shaft 4| passing to the commutator'ring 53 which is also contacted by the commutator arm 6|, current passing by way of the4 lead B2from the ring 53 through the' lamp 46Y and' then by way of leads 63, 64 and 65-t`o'the power source4 51. The lamp 4'9 is illuminated ,from the power' source through the resistance" 60; commutator arm' 66, commutator ring 52 andfrom the ring szthrugn the lead s1', then th'ro'ugh1amp'4'9 fromwhich it iiows via the leads quadrants forming the means of causing inter- 68', 69:10', Gland Sback to the source. If cle--` sired, by way of leads 1| and 12 the motor 44 may be operated from the same source 51 of electrical power.

When a small amount of resistance is included in either of the lamp circuits, the lamp will be` illuminated to full intensity. By including a greater amount of resistance in the circuit, either lamp may be gradually dimmed and the arrangement is such that the lamps will vary in intensity, one to the other, reaching a common dimmed intensity at an intermediate stage of operation between maximum intensity, in the case of one light, and no illumination in the other. For instance, upon considering the Wiring diagram, it will be noted that the commutator arm 6| has moved with the rotation of the shaft 4I so that a small amount of the resistance 66 is included in the circuit with it. In other words, when the commutator arm 6| contacts the resistance diametrically opposite to the lead 59, lamp 46 will be illuminated with maximum intensity and by reason of the fact that commutator arm 66 is diametrically opposite arm 6I, the commutator arm 66 will make contact with the neutral segment 56 as arm 6| is diametrically opposite lead 59. Therefore, lamp 49 will not be illuminated when lamp 46 is at its maximum intensity. Moreover. when the commutator arm 6I has reached the point indicated by the numeral 13, lamp 46 will be reduced slightly in intensity and lamp 49 will still not be illuminated since point 13 is directly opposite to the commencing point 14',of the resistance at the vopposite side of the neutral segment 56. approaches the position in which it is indicated in Fig. 5, commutator arm 66 will have moved to the corresponding position in contact with the resistance 60 and since a substantial amount of resistance is included in the circuit, viz. between the point of contact of arm 66 with the resistance and the point where the lead 59 taps the resistance, it will be obvious that lamp 49 will beilluminated to a degree of substantially minimum intensity. Thus, when the arms 6I and 66 have been rotated half way between the point of tapping the resistance at 59 and the mid-point of the neutral segment 56, an equal amount of resistance will be included in each of the lamp circuits and, therefore, they will be illuminated to the. same degree but at a dimmed intensity. As they pass this half way point, lamp 46 is caused gradually to dim while lamp 49 is caused gradually to increase in its intensity of illumination until nally lamp 46 is shut oi and lamp 49 is brought to its greatest intensity.

The location of the neutral segment 56 in ring 55 is ycorrelated to the position of the quadrants 42 and 43 of the gear elements 39 and 46, respectively, so that when commutator arm 6| engages the neutral segment 56 and lamp 46 is not illuminated, quadrant 42 will engage gear 34 and reverse the panels 29 to 3|. Thus, this is effected when the compartment 23 is in total darkness and the reversal, therefore, cannot be observed through the viewing opening I4. Likewise,.quad rant 43 will contact the gear 31 to cause rotation of shaft 33 and reversal of the panels 32 of the platforms 24 to 21 when the quadrant arm 66 is in contact with the neutral segment 46 (a period of about ve seconds) thus causing reversal of panels 32 when compartment 24 is in total darkness. Therefore, the displays carried by the platforms I6 to I8 and 24 to 21 are changed when it is not possible to observe one or the other of these units.

However, as the arm 6I- Assuming that a display suchas shown in Fig. 4 is carried by the platforms I6 to I8 and that the lamp 46 is illuminated with greatest intensity, then the observer may clearly view the display through the viewing opening I4 and the transparent glass pane I9. At this point, the commutator arm 6I is located diametrically opposite the tapping lead 59 (Fig. 5) and the commutator arm 66 is on the neutral segment 56. Therefore, lamp 49 is not illuminated and compartment 24 is in total darkness. At this point, the quadrant 43 is engaging the gear 31 and, vthrough rotation of shaft 33, is causing reversal of the pan- 'els 32 to change the display design to be viewed when compartment 24 is again illuminated with sufficient intensity. As the commutator arm 6I moves clockwise away from proximity to tapping lead 59, the illumination in compartment 23 decreases in intensity and compartment 24 commences to be illuminated very dimly. During this time, the display in compartment 23 as viewed through the opening |4 is still readily discernible clearly.

However, when the arms 6| and 66 rotate to the half way mark to include an equal amount of resistance in the circuits to their lamps 46 and 49, the equal illumination of compartments 24 and 23 will then cause an illusion because the objects displayed before panels 32 in compartment 24 will commence to be reflected in the clear pane of glass I9. Moreover, by reason of the fact that this reflection will coincide with the point that the articles in compartment 23 are viewed, in terms of the vision of the one observing the display, the articles in compartment 24 will in effect be superimposed on the articles displayed in compartment 23. This in fact will gradually start to be the case until it appears to be a fact, at the half way travel of arms 6I and 66 relatively to resistance 66, and then the' reverse effect will gradually start to be imposed so that the articles displayed in compartment 24 will commence to dominate, while those in compartment 23 will start to fade away until nally the articles of compartment 23 disappear and the articles in compartment 24 remain sharply defined substantially for a period greater than 5 seconds, the period of time it takes the arm 6I to travel across the extent of the neutral segment 5,6. During this time, the observer has the illusion of seeing the articles from compartment 24 reflected in the pane I9 as if actually they were in the position corresponding to a mounting on the platforms I6 to |8. This clear-cut reflection is produced byreason of the fact that the compartment 23 is then in total darkness by reason 'of the lamp 46 being momentarily cut out of circuit. During this period the quadrant 42 engages the gear 34 and the panels 29 are, therefore, reversed to display during the next cycle of operation a different display gradually caused to merge with the display from compartment 24 reflected by the Vpane I9 and then displayed completely to the exclusion of the display from compartment 24 when the arm 66 finally engages the neutral segment 56 of the ring 55. In this way, therefore, four different displays may be created in alternating sequence, viz. a display in connection with one series of panels, an intermediate reversal of the other series of panels, and their display during reversal of the other series ofA panels, and so on.

As the panels are reversed, it is desirable positively to assure that they assume the aligned Memos in' combination with a coordinated lighting effect a-nd` the pane of glass or other transparent material I9- which willl permit vision. therethrough, on the one hand, and reflection therefrom, on the other, a changing display of objects or other displays may be created in a somewhat mystifying manner. In such case the panels' alignedi with one another will form a complete background ior the display and?, in' fact, might bedesignedto constitute the whole display itself if desired. In theillustration shown inI Fig. 4, articles are mounted on the platforms andldi's'- played in front of the background produced by the panels and which bear reading matter thereon. Obviously the background might consist of` in conjunction with a plurality of platforms, it

is obvious that only one platform might be employed if desired in each of the compartments;V whereas if it were only desired to show two displays alternatively, then the effect described might be produced by lighting effect alone.

What I claim as my invention is:

1. In a display apparatus of the class having a cabinet with a viewing opening and two illuminated display compartments, one display compartment being aligned with the viewing opening and the other being disposed at substantially right angles thereto, and a pane of transparent material disposed at an angle in front ofA said compartments, a means for controlling the illumination in continuous cycle in said display compartments to cause the displays in said: com-4 partments to merge and alternate when viewedfrom the viewing opening comprising a circula-r member formed from a neutral segment and an arcuate electrical resistor connected to opposedk ends thereof, two conducting commutator rings mounted concentrically to said circular member, two commutator arms, one of said arms being adapted to electrically connect one. ofr said rings to said circular member, the other of said arms being adapted tol electrically connect the other of said rings to said circular member, saidarms being adapted to rotate about saidI circular member fromv a common centre of rotation, one being 180 in advance of the other, said circular' mem-A ber being adapted for electrical connection to a source of power at a point spaced' one hundred and eighty degrees from said neutral segment, one of said rings being electrically connectedl with the illuminating means in one of said display compartments, the other of saidrings' being electrically connected to the illuminating means of the other of said display compartments,l the illuminating means in each of said display compartments being adapted to be illuminatedthrough said resistor in said circular member.

2. In a display apparatus of the class having a cabinet with a viewing opening and twoilf- 8, luminated display cabinets withl rotating dis1 play platforms, one' display compartment being aligned with the viewing opening and the other being disposedf atsubstantially right angles-thereto, and a pane of transparent material disposedz at an angle in front of said4 compartments, al means for controlling the illumination in'V continuous cycle in said display compartments tocause the'displays in said compartments tomerge and alternate wherr viewed from the viewing opening. comprising arrotatable shaft, means for causing saidy shaft to rotate, a circularl member formed. from a neutral segment and an arcuate resistor connected to opposed ends thereof, said' circular member being mounted concentrically with' the axis of rotation` of said shaft, two conducting commutator' rings mounted concentrically with said circular member, two contactarmsl secured to said shaft and adapted to rotate therewith, one arm being 1F80 in advance of the4 other; one of said' arms being adapted to: electrically connect one of said rings to said circular mem-A ber, the other of said arms being adapted to electrically connect the other of said ringsv to said circular member, said circular member being adaptedv for electrical connection` to a source of power at a point spaced one hundred andy eighty degrees from said` neutral segment, one of said rings being electrically connected withr the illuminating. meansL in one of said display compartments, the other of said rings being elec'i trically connected to the illuminating means of I theA other of said display compartments, whereby to illuminate the illuminating means in each of said display compartments through saidv resistor in saidcircular member, and gearl means secured tof said rotatable shaft for rotating the.' displayv platforms within the display compartments of thedisplay apparatus when the illumination means` therefor is extinguished.

3. Display apparatus as claimed in claim' 2, inl which said4 gear means' secured to. said shaft comprise two gear members having toothed quadrants, said apparatus also having further gear means in connection with each of theplatforms for rotating them', said quadrants being adapted to engage with` said latter mentioned gear means at predetermined points as they rotate to cause said platforms tov rotate, one of said toothed quadrants being adapted to rotate the platforms in one of said compartments, the other of said' quadrants being adapted to rotate the platforms in the other of said compartments.

JOSEPH PATRICK CASSIDY.

REFERENCES CITED The following references are of record in the le of this patent:

UNITED STATES PATENTS Number Name Date 1,003,094'A Eastman Sept. 12, 1911 1,031,542v Fielding, Jr. July 2, 1912- 05" 1,646,706 romand oct. 25, 1927 1,842,615 LaBarrer Jan. 26, 1932 1,900'5059 Hayter Mar. 7, 1933 2,165,727 Reymers July 1l, 1939' FOREIGN PATENTS Number Country Date 504,019* Great Britain Apr. 11, 1939 

